Abstract
The growth of e-commerce in Latin America has significantly transformed consumer behavior, particularly among young people. However, the mechanisms through which customer experience, satisfaction, trust, and word of mouth (WOM) influence repurchase intention remain underexplored in emerging markets. This study examines both the direct and mediating effects of these variables on online repurchase intention among Colombian university students. A cross-sectional quantitative design was employed, using a structured questionnaire administered to 283 participants. Structural equation modeling was applied to test eight hypotheses. The results confirm that satisfaction is the strongest predictor of repurchase intention and significantly mediates the relationship between experience, trust, and WOM. Additionally, customer experience was found to directly influence satisfaction and WOM, while the latter positively impacts trust. However, no significant direct relationship was observed between trust and repurchase intention. These findings suggest that, in digitally mature segments such as university students, trust alone is insufficient to secure behavioral loyalty. This study contributes an integrated relational model that complements previous approaches, introduces new explanatory pathways among key variables, and provides evidence from the Latin American context. Moreover, it offers practical insights for e-retailers aiming to enhance customer loyalty through emotionally satisfying experiences and social validation.
